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iProspect Wins a Media Award for Best Use of Search

iProspect Canada took home an award at the 2015 edition of the Infopresse Media Awards – rewarding the best media strategies in the Quebec industry. iProspect has been awarded in the Best Use of search category for its work with GM Canada.

GM website includes the four manufacturer brands on the same web domain. This posed a strategic challenge for Google Adwords campaigns: only one single brand could position itself in paid search results, depriving other brands visibility. To overcome this obstacle, iProspect and GM Canada created comparison pages.

Installed different domains names, comparison pages now allow GM to occupy up to four locations in the paid search results. They also allow potential buyers to easily compare GM vehicles with those of the competition.

The campaign aimed to make GM more visible among undecided buyers, occupy maximum space on the channels used by this segment of buyers and ultimately increase sales of vehicles.

In addition, our strategy demonstrated that GM is not afraid to be compared to the competition and wishes to simplify the lives of its consumers by providing neutral content on its vehicles versus those of the competition.

The search engine domination strategy with the comparison pages significantly increased the visibility of the different GM brands in search engines.

Specifically, we recorded a spectacular increase of 22% of GM’s share of voice in search engines. Traffic to the website rose 21% and conversions increased by 15% in the strategic objectives of the company, such as locating a dealer, building a model or requesting a quote.

iProspect is Canada’s leading digital performance marketing agency. With a connected team of 2,500 digital experts across 50 countries, we are a critical partner to many of the world’s most successful brands. We help them deliver powerful and tangible business growth across all devices and digital marketing channels. Our offerings span the full spectrum of performance marketing including paid and natural search, performance display, content generation, data & analytics, social media management, mobile strategy and many more. Across the globe, we make digital marketing human by bringing everything together - creating the connections brands need to stay ahead, and giving businesses a tangible advantage in today's world. With iProspect, we help businesses stay in step with their audience at every touchpoint.